The iconic red mascot was inspired by a drawing of a cow named 'Wachkyrie' on a supply truck during World War I.
Léon Bel chose the laughing expression to counter the serious nature of the cheese industry at the time.
The museum building was designed by architect Finn Geipel to blend industrial heritage with modern museum standards.
The brand's red cow has appeared in over 120 countries, often adapted with local cultural symbols.
The museum archive includes thousands of international advertising items, including rare early 20th-century posters.
The site uses art installations to document how the 'La Vache Qui Rit' brand pioneered modern consumer branding strategies.
La Maison de La Vache Qui Rit is a dedicated museum located at the historical birthplace of The Laughing Cow brand in Lons-le-Saunier. The site occupies the original factory site where Léon Bel produced his first processed cheese in 1921. Visitors explore the evolution of the brand through interactive displays, artistic reinterpretations of the iconic mascot, and the history of industrial advertising. The museum functions as a center for contemporary design and creative expression linked to the brand's visual identity. It features a permanent collection of vintage packaging, historical archives, and advertising campaigns spanning over a century. The museum is operated by the Bel group to celebrate the cultural impact of its most famous product.
Beside the giant, life-sized sculpture of the Laughing Cow located in the main atrium.
Engage with the interactive digital kiosks to see how the brand logo has evolved globally over the decades.
Visit the gift shop for exclusive, brand-themed items not found in standard supermarkets.
Allow time to watch the short film regarding the industrial history of the Jura region's dairy production.
Do not expect a functional cheese factory tour; this is an exhibit-based brand museum.
Closed on certain public holidays; generally operates daily during summer months but may close on Mondays during the off-season.
